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This is a straightforward market-sizing question which would be good for undergraduates and advanced-degree candidates. ] Bad Answers > Five million. [It’s never good to just give a specific number answer, even if you happen to know the number. Remember, a cat statistician does not a consultant make. Rather, the interviewer is trying to see how you go about figuring out such an answer. ] 50 > I’m glad you asked that, because in my job at Ralston Purina, I was product manager for Cat Chow, and we assumed that .

I wouldn’t be able to compete with them head to head, so I would probably have to target a different customer base in order to be successful, maybe not quite pursuing a national strategy, but a strategy of targeting specific markets nationwide, and drumming up a local following within those markets. [The candidate shows that she has a bit of business intuition. Understanding the market opportunity involves understanding the numbers: Is the market growing, and if so, in what segments? But it also involves understanding the competitive landscape and the likely response of existing players.

What kinds of things would you think about to help it make the decision? R A N G E : CASE 9: P R A C T I C E Let’s Review the Rules for Those Pesky Business Strategy Questions! Rule No. 1: Think frameworks! Rule No. 2: Ask questions. Rule No. 3: Work from big to small. T H E Business Strategy Case Questions What are the main issues? ™ Key questions to ask: P R A C T I C E A large integrated steel manufacturer is contemplating entering the specialty stainless-steel market. Should it? What should it think about in order to make its decision?